Opinion: a brand story untold – Mercedes’ EQS


Telling the brand story will be the most important task for car designers in the future as electrification, urbanisation, congestion and developments around self-driving cars will conspire to curtail the driving experience. Thus, the brand story will soon be the only truly differentiating USP. Niels van Roij examines the Mercedes-Benz EQS in this light

Until the turn of the century, Mercedes-Benz design featured precisely chiselled bodies, which told the story of their vault-like build quality. Until then, all new Mercedes models brought stylistic odes to previous cars - as good design houses inside and outside the automotive realm still do to this day. New cars made the family bond visual and thus the model future-proof, according to then Design Chief Bruno Sacco. After the year 2000 the vision at Mercedes-Benz changed radically. With the departure from the ‘horizontal homogeneity and vertical affinity’ philosophy both conceptually as well as aesthetically the brand moved away from longevity. Design at Das Haus was not aimed at timelessness any longer, but rather at simple ephemeral fads.

We’re glad you’re enjoying Car Design News

To continue reading this article and others like it SIGN-IN or SUBSCRIBE TODAY

For a one-time only 30 DAY FREE TRIAL REGISTER HERE

This article is available to CDN subscribers only
SUBSCRIBE TODAY to gain full access

CDN Comp Tablet phone image2

The benefits of your subscription include:

Access to motor show and concours coverage, trend and technology reports, design reviews of new and classic concept and production cars, exclusive interviews, regional reports, who’s where, design essays, career resources, design competitions, regular newsletter updates PLUS comprehensive degree show reports from the world’s leading design schools, the CDN archive of sketches, images and articles spanning 20 years of coverage.


An online subscription also gains you access to exclusive designer interviews from our annual Car Design Review yearbook, and access to exclusive interior design reviews from Interior Motives magazine. You can also receive Interior Motives in print through our online + print subscription, or buy individual copies of Interior Motives and Car Design Review.


Fees start from £55/€60/$70. Packages available for students, individuals, schools and corporates.

cdn-newspress-award-banner      cdn-newspress-award-banner

Gain full access to cardesignnews.com subscribe today

For a one-time only 30 DAY FREE TRIAL REGISTER HERE

ALREADY SUBSCRIBED - Individual, Studio, Student or School

You now need to register your details and sign-in for full access to cardesignnews.com

here